Pengaruh E-Wom, Kemudahan Penggunaan, Dan Celebrity Endorsement Terhadap Niat Beli Pada Shopee

This study aims to analyze the effect of E-WOM, ease of use, and celebrity support on online purchase intentions at shopee. This type of research is a quantitative study, with a student population of the University of Muhammadiyah Surakarta. The sampling technique used non-probability sampling, with a total sample of 100 respondents. The data collection technique uses a questionnaire which is distributed via whatsapp online. the results of data processing using the SPSS version 25 application obtained that the E-wom variable had a significant positive effect on purchase intention at shopee, the ease of use variable had a significant positive effect on purchase intention at shopee. The celebrity endorsement variable has a significant positive effect on purchase intention at shopee. Simultaneously the three independent variables affect the dependent variable